Marketing Communication Strategy for Religious Shroud Products Through TikTok Live Streaming: PESO Analysis of the @kafani.id Account
Strategi Komunikasi Pemasaran Produk Religius Kain Kafan Melalui Live Streaming TikTok: Analisis PESO Pada Akun @kafani.id
DOI:
https://doi.org/10.21070/ups.10062Keywords:
Marketing Communication, Marketing Strategy, TikTok Live Streaming, PESO, ShroudAbstract
This study aims to analyze the marketing communication strategy of the TikTok account @kafani.id in promoting shroud products through the live streaming feature using the PESO (Paid, Earned, Shared, Owned Media) model. This study uses a qualitative approach with media text analysis methods. Primary data was obtained through non-participatory observation of five live streaming sessions of the @kafani.id account that took place from January to May 2025 and interviews with the account administrator. The observation was conducted by directly observing the live streaming sessions without participating in the interaction, marketing strategies, and audience interaction through the comment column and TikTok's question and answer feature. Secondary data was obtained from content uploaded by the @kafani.id TikTok account outside of live streaming sessions, in the form of promotional videos and educational content related to shroud products. Data analysis was conducted using Miles and Huberman's interactive analysis model.
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